Expectation factors of fast food restaurant (FFR): customer‘s point of view

Abstract

Fast food restaurants are becoming famous in developing countries owing to the fact that more consumers are eating increasingly more meals outside of their homes. Thus, studies highlighting about expectation factors for fast food restaurants have become an important place. On this ground, this study is undertaken in Ampara District of Sri Lanka. Objectives of this study are to identify the expectation factors for the selection of fast food restaurant and to prioritise such expectation factors. This study considers 66 consumers in ADSL. This study adopted a non- probability sampling technique of convenience sampling. Results of the study reveal that identified factor components are related to price, promotion, period and people of the marketing mix. Specifically, price and promotion are related to 4Ps and the period and the people are related to the extended marketing mix. It was also found that, on the basis of the factor score, number of public events sponsored (promotion), frequency of smile at buyer (people) and tangibles (physical evidence) occupy the first three places. Frequency of nicely dressed (people), number of radio advertisements made (promotion) and number of free rewards (price) are ranked into the second three places. Discount per parcel (price), price per parcel (price) and opening days (period) hold the third three places.